Planning your next event: Expand your reach with these tried-and-true suggestions

It’s common knowledge that events are a main component of nonprofit fundraising – but they’re not just about collecting donations. Fundraising events offer one of the best ways to engage your community of supporters and connect with new audiences.

Even though everyone loves a party, planning a successful event is not without its challenges. While they are an important part of keeping your fundraising strategy diversified, they also require time, staff investment, and plenty of marketing. When done right, events can be a powerful way to raise funds, spread awareness, gain new donors, and cultivate long-term relationships with your supporters. 

For this month’s Level Up, Senior Director of Harness Executive Daniel Hall provides a step-by-step blueprint for making your next event a smashing success. And if the mere idea of planning one sounds daunting, not to worry. Harness can give you a lift, while helping you turn one-time donors into recurring supporters.

Hall Hack: It all starts with the pitch

When planning an event, Daniel gives a couple of guiding rules. First, if you don’t already have one, it’s always a good idea to incorporate at least one signature seasonal event into your calendar — but no more than two per year. 

Second, center the theme of your event around a specific call to action. Regardless of whether it costs $15 or $5,000 to attend, there should be a compelling message that focuses on your impact, and it should be front and center in all of your event communications.

Hall Hack: Let your goal be your guide

Once you’ve decided on an event, be sure to give yourself plenty of time to plan. “The best planning cycle for a major nonprofit fundraising event is a minimum of 90 days. Ideally, much more than that,” Daniel says. Rushing to announce in a smaller window, while soliciting sponsors and attracting participants only invites undue stress.

Start by setting a fundraising goal, and then structure your sponsorship levels based on that number. Your sponsors should be able to bring in 70-80 percent of your goal. This gives you a solid path to reach your overall objective.

Hall Hack: Make your event unique

How do you differentiate your fundraising event within your community? Focus on your brand identity, sponsor benefits, and your mission — and don’t forget to make it fun. “We shouldn't lose sight of that three letter word,” Daniel says. 

As the world moves further away from the Covid days of virtual gatherings, Daniel sees a greater need to return to basics and IRL connections. There is no better way to get back to celebrating who we are – coming together as a community around a common cause – than through a nonprofit event.

Hall Hack: Say “thank you”

Everyone who supports you deserves recognition, especially your sponsors and volunteers. Properly thanking the people who make your mission possible isn’t just the right thing to do – it can also lead to more support later on down the road. From building new connections to creating recurring donors, saying “thank you” is a small and simple action that can reap huge rewards. 

You can thank your sponsors and donors through social media posts, your website, and even handwritten thank you cards. But remember to do so within two weeks following the event. Daniel recommends utilizing Harness Executive to recognize supporters through the above channels, including custom stewardship cards.

About Harness Executive

“Harness Executive combines the best product in the industry with fundraising solutions and a deep passion to serve and to further the missions of the nonprofits. What makes us different is empathy: we're here to walk beside you in a partnership.”

With Harness Executive, our goal is to work closely with your organization, becoming an extension of your staff. We’ll get to know your mission and invest in it daily to guide you through the nuances of innovative fundraising strategies as a dedicated partner – not just a vendor. So when it comes to planning your next event, you’ll have a dedicated “Harness Quarterback” on your side, helping you with strategy, social media content, and newsletters. Together, we’ll ensure every aspect of your organization’s communication and fundraising strategy is optimized for success.